Back to School: Everything you need to know about ... Emerging market strategy

For years, multinational companies (MNCs) entering developing countries chose to focus their attention on the top of the economic pyramid.

by Ted London and Stuart Hart, World Business

Many of these companies have now realised the opportunities they were missing by ignoring the four billion individuals who live in lower income markets.

The key to success in these so-called 'base of the pyramid' (BoP) markets involves recognising that Western-style business practices may not work in these environments. The biggest challenge for businesses is not protecting intellectual property, dealing with corruption or overcoming lack of infrastructure, but generating business model innovation. This requires a deep understanding of, and interaction with, the local environment.

When entering a new market, firms often need to turn to partner organisations for local expertise. In some countries, this is even a legal requirement.

Sign in to continue

Sign in

Trouble signing in?

Reset password: Click here


Call: 020 8267 8121



  • Up to 4 free articles a month
  • Free email bulletins

Register Now

Get 30 days free access

Sign up for a 30 day free trial and get:

  • Full access to
  • Exclusive event discounts
  • Management Today's print magazine

Join today